Why are we losing customers? Is this campaign even working? What type of people are my best customers?
Those questions are common for nearly all businesses regardless of how successful they are. Every company wants to grow and expand their customer base. Marketing analytics allows you to better understand customer behavior and recognize the needs of potential consumers. This training is an introduction to the analytical tools used in direct marketing. We will show you how to solve common problems such as choosing recipients of a marketing campaign, customer segmentation, and modeling migration.
Examples and exercises are done in R, a popular tool for marketing analytics. R is a free, open source language that is constantly updated and expanded to include latest statistical methods. R can process large amounts of data and is also a great tool for data visualization. Using R you will be able to write your own procedures, enhance and automate your daily work.
